To quote Wikipedia “A supply chain is a system of organizations, people, activities, information, and resources involved in moving a product or service from supplier to customer”. From the same source social media is defined as “the social interaction among people in which they create, share or exchange information and ideas in virtual communities and networks”.

Combining the two; supply chain and social media seems to be a natural fit. JDA (JDA® Software Group), a solutions provider for firms to “manage the flow of goods from raw materials to finished products and into the hands of consumers” surveyed 77 companies in manufacturing, retail, and wholesale/distribution. They found that although the firms where using social media for marketing analysis only 1% were implementing social media strategies for their supply chain management.

One company that has embarked on a process to implement supply chain management using social media is Crock a Doodle Inc. Head quartered in Brantford Ontario, this firm is Canada’s own paint-it-yourself pottery franchise.

According to one satsified customer, Crock a Doodle stays true to their definition of remarkable – “To offer an experience so unique and special that people willingly remark about us…so that our concept spreads like a happy virus, fuelled both by delighted customers and enthusiastic team members”.

Established in 2004 Crock a Doodle’s visonary Annette Brennan, President and Founder, set about creating a unique franchise model. In an interview with Ms. Brennan I asked for her thoughts on applying social media to their supply chain.

Sharing information – Crock a Doodle is a growing firm with limited competition. Shared data can be accessed by anyone so the possibilty of someone trying to copy the model is always out there. Crock a Doodle has to constantly review and protect the IP – the trademark must be protected in and out of the franchisee.

Decisions synchronization – Information is immediate and on time. Realtionships with suppliers are closer than ever because franchisee locations know what needs to be ordered and when. Rebates and incentives can be maximized and passed on to the franchisee

Resources sharing – Crock a Doodle receives new information from suppliers and is constantly creating innovative themes and designs with the new products and ideas.

Collaborative communications – Information flows both ways between partners – what works and what doesn’t. In days gone, updates and new ideas were exchanged at the yearly conference, but today social media provides daily communications.

Knowledge Creation – Crock a Doodle is constantly measuring what they do and refining the model, always striving to provide a novel surprise to the customer. It makes the whole system dynamic

I asked Ms. Brennan what would be the down-side of not embracing social media in the supply chain. Her response was it would be like “working with blinders on”.